The "Red Hen" of Content Marketing

To begin content marketing, you have to politely ask one person to leave.  The writer. 

If it's creative, it usually doesn't sell.  Everyone knows it isn't easy to be accessible with a personal agenda.  Today's sales are about building trust.  And this is easier than ever, but you have to realize as a content marketer that in the digital age the written world is taking over the world we live in.

People are reading and writing more than ever before.  So being a great copywriter is no longer about wearing many hats, or changing ones voice.  The public is more educated than ever before, and they've heard it all.

Just imagine you're standing at a bus stop.  Or you're sharing a Lyft.  Would you immediately start talking to the other passengers in a totally contrived voice based on what they're wearing?

We all watch sitcoms, but beyond binge-watching, are we moved by them?  A real content marketer can detect quality.  Do the characters sound like they're drinking coffee in a meeting room at work?  Or are they talking to each other and reacting to their situation?  It's the absence of writing that creates real engagement in a production, but someone had to write it!

You could even say that today's copy has to become the art of writing without writing.  We have to realize that might seem abstract, but it opens all the doors.  For the first time in marketing, we can confidently say that if it's not creative, it won't sell.

When we think about creativity, the Renaissance comes to mind.  Virtuosity!  So, what is the true definition of engaging content in 2018?  Everything and anything.  It just has to be believable.

If you've ever seen a magician, it's all about the suspension of disbelief.  Or if you've ever watched a found footage movie, it's about the breaking down of the 4th wall.

The content creator of today has to believe in the idea that everyone was a magician all along.  And the magician was the only one who knew that.  And that's how he made things sell.